Introduction
One of the components of the marketing mix as a universal concept used for a comprehensive assessment of the factors that determine the success of sales of various services and goods is promotion. To offer target markets products that meet the demand criteria, it is crucial for sellers to build value propositions productively. The evaluation of relevant sources discussing this element can help identify the characteristics of this parameter and its role in the context of the overall marketing strategy utilized by different firms.
Edelman’s Article
In his article, Edelman (2010) considers the interaction strategies between buyers and sellers and pays particular attention to the updated forms of communication that are characteristic of the advent of innovative technologies. According to the author’s findings, 70%-90% of all marketing budgets that selling firms allocate are spent on advertising needs (Edelman, 2010, p. 64). This figure shows that promotion plays one of the most important roles in the marketing environment, and all this finance is a long-term investment. The analysis of behavioral factors affecting demand is included in the evaluation list, and the stages of consideration, purchase, advocacy, and others are mentioned as steps to consider when building promotion strategies.
The presented metaphors that reflect special algorithms for attracting client attention are supplemented by theoretical considerations. Edelman (2010) describes the nuances of the promotion process from both the seller’s and the client’s perspective, thus offering a comprehensive rationale for specific ideas. His findings are supported by Kotler’s (2017) study, in which the author notes rising levels of sales and demand as the real outcomes of advertising spending firms incur. In general, the roles of marketing initiatives based on different approaches to the promotion of goods and services are presented, and for each of them, justifications are given.
In addition to theoretical reasoning, personal author’s recommendations are given regarding the ways to minimize errors when promoting products. Edelman (2010) emphasizes the comprehensive preparation of firms, which should be based on careful planning for potential successes and failures to anticipate possible challenges. One of the core ideas laid down in this article is to take into account the views of target consumers in any marketing initiatives, especially advertising (Edelman, 2010). Regardless of the size of the organization and its assets, productive sales can only be based on close interaction with customers, and promotion must rely on consumers’ real needs.
Keller’s Article
The article by Keller (2000) assesses the factors that influence brand recognition among consumers and determine market success among competitors. The researcher gives ten characteristics that describe productive activities, and in addition to pricing, positioning, and other strategies, promotion is rated as a significant component (Keller, 2000). Specific forms of promotional approaches are compared, such as pull and push mechanisms, and relevant examples are provided to show the manifestations of efficient promotional practices. Brand value is viewed as a parameter that directly depends on how effective advertising campaigns are and what methods of attracting and retaining customers are used.
Media advertising is one of the aspects of the discussion, which is regarded as the critical element of promotion. Keller’s (2000) findings are supported by those of Cooper (2020), who considers social media in the context of Marshall McLuhan’s classic ideas about the role of technological change in sales and provides examples of the effective use of virtual seller-customer communication. Keller (2000) also gives examples of individual companies spending on advertising projects, thus emphasizing the value of attracting customer attention as one of the few ways to generate sustainable demand, thereby capitalizing on profits. Coca-Cola, Gillette, and other big brands are mentioned in this context, which speaks to the real value of promotion.
Maintaining a balance in the promotion and shaping brand equity are viewed as significant factors in sustainable marketing practices. Keller (2000) provides both personal reflections and real-life examples that confirm the relevance of the idea of creating sustainable value propositions based on effective advertising, for instance, Levi Strauss’s experience. Communication mechanisms with the target market should be based on mutual trust to gain recognition and, at the same time, retain customers. As a result, all the ideas proposed are relevant, despite the fact that the article was published more than 20 years ago.
Conclusion
The value of promotion as one of the critical components of the marketing mix is presented in the reviewed articles, and the findings from these resources confirm the importance of this factor in creating sustainable demand among target consumers. Ideas about the role of different promotion channels are discussed in all the works used. This speaks to the variability of advertising solutions, which, as Marino and Lo Presti (2019) state, allow for removing communication barriers between sellers and customers. The task of marketers is to provide buyers with the desired product. Moreover, according to Keller and Alsdorf (2012), this product should bring not only practical value but also happiness to be marketable. Therefore, a large role is given to promotion as a concept that includes different strategies and approaches.
References
Cooper, T. (2020). McLuhan, social media and ethics. New Explorations: Studies in Culture and Communication, 1(2), 48-54.
Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review, 88(12), 62-69.
Keller, K. L. (2000). The brand report card. Harvard Business Review, 78(1), 147-157.
Keller, T. & Alsdorf, K. (2012). Every good endeavor: Connecting your work to God’s work. Penguin Random House.
Kotler, P. (2017). Philip Kotler: Some of my adventures in marketing. Journal of Historical Research in Marketing, 9(2), 203-208. Web.
Marino, V., & Lo Presti, L. (2019). Disruptive marketing communication for customer engagement. The new frontiers of mobile instant messaging. International Journal on Media Management, 21(1), 3-23. Web.
